1 2 The following slides collate the insights relating to connections to Scotland only. To see the full survey and to put this extract into context please visit www.visitscotland.org Objectives 3 • • • • • Methodology: overview Scotland’s scenery and landscape remains a key motivation to visit, as does its 4 history and culture. Other drivers vary by market and visitor type. The scenery & landscape 50% The history & culture 33% Holidayed before & wanted to return 24% To get away from it all 23% To visit family / friends who live in… 20% Although 74% were repeat visitors only 24% cited this as a It is easy to get to 16% driver for visiting again Closeness to home 15% Scotland's reputation for friendly people 15% To visit cities 15% I have always wanted to visit 15% The range of activities available 14% Special event 10% Personal event / celebration 9% To visit a particular attraction 9% My Scottish ancestry 9% Old man of storr, isle of The climate & weather 5% Visitors from Europe 10% skye Q10 Thinking broadly about your decision to choose Scotland for your holiday or short break, what was it that attracted you to spend your holiday / short break in Scotland on this occasion? Base: S1 All (11743) What Attracts Visitors To Scotland? Top driver consistent for all markets, but other interesting differences also exist 5 Scot Residents European Visitors Top 3 Core Drivers Top 3 Core Drivers • Scenery & landscape (44%) • Scenery & landscape (71%) • Closeness to home (36%) • History & culture (51%) • To get away from it all (29%) • A place I’ve always wanted to visit (41%) Over-Index on: Over-Index on: • Holidayed before & wanted to return (26%) • Visit cities (30%) • Easy to get to (25%) • Scotland’s reputation for friendly people (25%) • Personal event / celebration (10%) Rest of UK Visitors Long Haul Visitors Top 3 Core Drivers Top 3 Core Drivers • Scenery & landscape (46%) • Scenery & landscape (53%) • Holidayed before & wanted to return (29%) • History & culture (52%) • History & culture (26%) • A place I’ve always wanted to visit (34%) Over-Index on: Over-Index on: • Visit family / friends (25%) • My Scottish ancestry (23%) • Special event (12%) • Personal celebration (11%) What Attracts Visitors To Scotland by Market 6 66% of visitors had an existing connection to Scotland None of these 38% Family live in Scotland 23% Friends live in Scotland 17% No personal connections but have • Visitors from Rest of UK more likely to visited several times 14% have family (31%) or friends (20%) living in Scotland or to have visited before Ancestors lived in Scotland 14% (20%) Lived in Scotland before / grew up in 6% • Long Haul visitors most likely to Scotland mention ancestry (29%) Went to university / school in Scotland 4% • European visitors least likely to have a connection (66% ‘none’) Have done business / have business connections 4% • Repeat visitors more likely to have all types of connection than first time Other 1% visitors Q8 Before your trip, did you already have a personal connection with Scotland? Base: S1 All except Scot residents (8953) Connections to Scotland 7 Cairngorms Dumfries Aberdeen Argyll & Ayrshire & National & Dundee & Edinburgh Glasgow Gr.Glasgow & Shire the Isles Arran Park Galloway Angus City Fife City & Clyde Valley Family live in Scotland 30% 23% 35% 23% 25% 27% 18% 32% 25% 23% Friends live in Scotland 13% 20% 15% 16% 20% 19% 13% 13% 20% 20% Ancestors lived in Scotland 12% 21% 15% 14% 16% 19% 17% 22% 20% 18% Have lived in Scotland 6% 8% 13% 7% 7% 9% 5% 5% 5% 8% before/grew up in Scotland Went to university/school in 4% 7% 7% 5% 4% 6% 4% 8% 5% 6% Scotland Have done business there/have business 3% 3% 4% 3% 3% 7% 4% 3% 3% 4% connections there No personal connections but have visited Scotland 17% 15% 26% 22% 30% 12% 11% 19% 12% 16% many times Other 1% 2% 0% 1% 3% 1% 2% 1% 1% 0% None of the above 32% 31% 24% 36% 26% 34% 44% 28% 35% 36% BASE 496 314 142 208 159 166 1340 242 668 328 Q8 Before your trip, did you already have a personal connection with Scotland? Connection to Scotland by Region Stayed Overnight (1) 8 Scottish Outer Highlands LLTNP Lothians Perthshire Borders SFFV Orkney Hebrides Shetland Family live in Scotland 15% 16% 37% 30% 30% 22% 17% 20% 23% Friends live in Scotland 11% 13% 24% 17% 16% 12% 12% 15% 16% Ancestors lived in Scotland 18% 15% 16% 15% 21% 21% 21% 25% 24% Have lived in Scotland before/grew up 5% 5% 9% 10% 9% 5% 5% 6% 10% in Scotland Went to university/school in Scotland 4% 5% 4% 4% 5% 2% 3% 2% 6% Have done business there/have 2% 1% 4% 4% 8% 6% 3% 1% 3% business connections there No personal connections but have 13% 15% 8% 17% 22% 13% 26% 23% 23% visited Scotland many times Other 1% 1% - 1% 3% 1% 2% 0% 0% None of the above 48% 47% 33% 32% 29% 35% 28% 25% 26% BASE 1231 266 103 351 146 361 234 163 124 Q8 Before your trip, did you already have a personal connection with Scotland? Connection to Scotland by Region Stayed Overnight (2) 9 Further information.